Incentive Games joins forces with Light & Wonder to expand global reach
Incentive Games has signed an exclusive distribution agreement with global gaming giant Light & Wonder, aiming to expand its footprint across key regulated markets including North America, Europe, South Africa, and the United Kingdom. The partnership will allow Incentive Games’ pay-to-play and free-to-play titles to reach a wider audience through Light & Wonder’s established content marketplace and operator network.
A step in distribution strategy
Previously, Incentive Games focused on direct partnerships with major operators such as bet365, FanDuel, and Sky Bet. The new agreement with Light & Wonder marks a shift in strategy, enabling the company to scale its reach through a trusted content aggregator.
“This agreement is a landmark moment in our company’s history,” said Ahmed Baker, Chief Commercial Officer at Incentive Games. “Now, we can distribute our games via Light & Wonder, an exceptional aggregator that we trust will handle our games with care.”
In gaining access to the distribution network of Light & Wonder, Incentive Games extends its reach into a wide-ranging network of licensed operators across many jurisdictions. Through this step, the visibility and accessibility of its games, encompassing fast-speed, crash-form, and gamification-led titles, are drastically enhanced.
Light & Wonder strengthens its content line-up
Steve Mayes, Senior Director of Partners at Light & Wonder, commented on the deal, “We are excited to work with Incentive Games, a leader in gamification solutions. We look forward to leveraging their innovative platform and bringing their customisable crash and fast game content to all major regulated markets.”
Series of strategic partnerships
This latest agreement follows a string of recent developments at Incentive Games. Last month, the company relaunched its popular ‘Bracket Challenge’ in collaboration with bet365, featuring a $10 million jackpot for a perfect bracket. The campaign generated strong user participation and engagement.
Recently the Light & Wonder deal, Incentive Games has also entered a new distribution partnership with Aristocrat Interactive.
Expanding market access and player reach
With Light & Wonder’s platform, Incentive Games is now positioned to penetrate new territories and support more operators looking for tailored gaming solutions. The collaboration is expected to bring a wider range of free-to-play and real-money games to audiences across multiple regions.
